Creativity - Ads of the Week

Kitkat hijacks The Voice TV breaks

October 8, 2019

Usually, a program stops and goes on a break for a while, while brands appear in the break to advertise. But the team at Publicis Dubai felt that for Kitkat this will not work. Simply because a program is not supposed to disappear when it goes on a break, it simply needs to enjoy that break.

So when Kitkat sponsored The Voice Arabia this year, they hijacked the break in, turning it into a real break for The Voice’s most iconic characters: the chairs.

This concept allowed KitKat and The Voice to merge brilliantly their two universes, creating a continuous story for the viewer between the program featuring the four iconic chairs and the KitKat break, featuring those same chairs coming to life and enjoying a break. Because after all, everyone deserves a break.

This is just the beginning of the campaign. And here is the first episode